Trends Report

Applying Forrester's Empowered Customer Segmentation

North American Consumer Technographics®

August 15th, 2016
Anjali Lai, null
Anjali Lai
With contributors:
Reineke Reitsma , Kyle Steinhouse , Theresa Pappafotopoulos , Xiaotong Duan , Rachel Birrell


Empowered customers are driven by today's culture of experimentation, a lust for recognition, and an ever-growing number of devices, connections, and information streams. Forrester's Empowered Customer Segmentation measures how consumers are evolving — and applies this to specific brands to indicate both the consequences of empowerment and opportunities to strengthen critical customer relationships. Here, we put the segmentation into action: We show how it anticipates churn and signals opportunities to engage a company's most demanding segments.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.